Food Safety Authority of Ireland

Following a successful tender, ZOO Digital was asked by the Food Safety Authority of Ireland to create a campaign that highlighted the legal obligation of all food businesses to declare in writing the use of 14 specific allergens in all non-prepacked food sold from their premises to their customers.

For this brief, we wanted to really stand out and make the food industry aware of the importance of food allergen labelling, as lives are at risk and people with diagnosed allergies are very vulnerable when it comes to food allergens in food.

The approach we took was to have quotes appear similarly to reviews that people are familiar with online for hotels, restaurants, etc. We used lines such as “Breathtaking food”, and “Table for one”, and imagery that was hard hitting, and we really felt this campaign did what it said on the tin.